Date of Graduation


Document Type


Degree Name

Master of Nonprofit Administration (MNA)


This study entailed a mail survey of the entire membership of the Northern California chapter of the Planned Giving Council to ascertain the ways in which Bay Area planned giving professionals perceived the effectiveness of certain marketing techniques in raising planned gifts for Bay Area nonprofit organizations. It further explored any differences in preference for various marketing techniques based on the professional experience of the planned giving professional, the annual budget of their organization, or the type of agency where they worked.

The study found that, broadly speaking, respondents favored the relationship marketing techniques, those requiring more personal interaction with donors. There was some difference in the overall responses when analyzed in relation to years of respondents' experience in the field, their organization's annual budget, and the type of agency in which they worked.